can a hotel properly market themselves on facebook - if so, how to do it?

[Lori]

Marketing using Facebook requires the initial use of a "fan base". If you can get the word out to all of your clientele that are happy with your hotels and have them "like" your Facebook page. It then shows up on their page that they "like" your hotels, therefore creating a new type of word of mouth advertising. Granted you are going to have people who will have negative comments but as long as the majority of the feedback is positive then it can prove to be very rewarding in finding new clientele.
Try using give-a-ways or % off contests for certain things like most romantic story at your hotels, or funniest story about your hotels, best experience at the hotel. Things of that nature. You could even try other contests or promotional tools. Good Luck.